Behavioural content

Behavioural data is often spread across multiple systems and databases

What about if all your behavioural data was collected and stored in one place without the need for any integration to your backend systems. This is what we do. One line of JavaScript at the top of each page is all it takes.

We collect anonymous data for every visit to your website and automatically build a database of all your products, associated images, cost etc. All the information is collected directly from your website using information already available. When visitors sign in, complete a purchase, signup for your newsletter or click through from a link in an email, we can de-anonymise the data associated with the person. You then have all the behavioural history for this visitor.

Data Layers & Microdata

Most ecommerce websites are generated from data stored in a database. This data is displayed using HTML and then behavioural tools have to convert the html pages back into what is called structured data.

The Digital Data Layer (DDL) and Microdata are two different ways of exposing this structured data directly on your web pages. The more information you make available the more data you have to analyse and work with. Adding this additional data also enables new tools and applications that make use of the structure such as analytics tools and search engines such as Google and Yahoo

The Digital Data Layer (DDL) is a standard produced by W3C and is implemented in JavaScript and is not embedded in the HTML mark-up of a page.

Microdata is a HTML specification used to nest metadata within the HTML of web pages. Search engines such as Google and Bing benefit greatly from direct access to this structured data because it allows search engines to understand the information on web pages and provide more relevant results to users.

By exposing more detailed information about products in your structured data you can better segment and target. You can show which age group a product might relate to, other items that you might need with this product, the weight of the product etc. The information is only limited by what you have available.

We can then use all this data for highly targeted real time behavioural marketing.